Nobody in their wildest dreams could conceive that less than 3 years ago the vast majority of the population was unaware of how the internet would affect their lives. Of course many of us still live our livescompletely oblivious to its impact. But just for arguments sake lets get a quick snapshot of how the world wide web as we know it influences our lives and work.

Did you know that Tesco transacts more than 500 million pounds online in internet shopping purchases every year, that every time you buy with your credit or debit card satellite internet technology is used to approve your transactions within a few seconds on average.  Buying train tickets at the station and much more, can all be done with a few clicks of your mouse at home or using your mobile phone.

In our daily lives currently whether we pickup a pension, deposit monies into bank accounts or invest money into long term investments all of this is undertaken and transacted using sophisticated software technology and automated processes.  Does this mean that ultimately we are becoming more and more reliant on technology to fulfill various functions well ... the simple answer is yes we are.  The more important point here is does it help us to make our lives and businesses less stressful and more effective.  The answer lies in the fact that tools like Google, Amazon, You Tube and Facebook rely on one simple choice: behind the technology they need bright, intelligent people to think, consult, analyze and make decisions .

Despite all this technology many buinesses today are still caught in a dilemma about how much to invest in new technology and what benefit they will receive from doing so.  Firstly no business today can afford to ignore the tidal wave of new technologies, yet it is vial that they also understand what works for them and their business and what does not.  For example the newspaper and magazine industries, these industries traditionally relied on selling newspapers and magazines but as margins got tighter and advertising more expensive customers started looking at cheaper and alternative sources to advertise their products.  The internet offers almost unlimited opportunities at a lower cost.

One newspaper group Naspers (in South Africa) has therefore, in response to advertising pressures, invested in new and emerging markets online. This move has meant less reliance on selling newspapers and more focus on offering new and different on line products and services. Currently with this strategy they now receive more than 35% of their revenues from on line products and services and have spread their risk more evenly transforming their business from a traditional print company to a more diversified organisation. The same applies to other print vendors that are threatened by the wave of emerging technologies that are challenging the very foundations of the newspaper and magazine industry.

Closer to home Hello-Portugal has identified a need for an online magazine for Central Portugal.  Niche markets are areas of expansion allowing entrepreneurs to target a specific market and be the best they can be for that segment.  With over 300 000 site hits in their first month there exists space to grow and successfully develop their online magazine.

Ignoring the way technology can transform your business will either be a big wake up call or ensure that you spend most of your time playing catch up. You choose, but don't wait too long.. time waits for no man and technology is even less likely to!

John Norton  runs Leaping Ahead and is a specialist in sales and marketing helping businesses grow and develop successfully. 

This article as it appeared in www.heyportugal.com.